In a historic and significant milestone for the Experiential Marketers Association of Nigeria (EXMAN), the organization is holding its 11th Annual General Meeting (AGM) in Ibadan, Oyo State. This event is particularly noteworthy as it marks one year since the election of Tolulope Medebem, the first female President in the association’s history.
This milestone not only underscores the progress within the association but also highlights the strides made towards gender inclusivity in the experiential marketing industry.
Tolulope Medebem’s election as the first female president of EXMAN at the last AGM of the association was a groundbreaking achievement, symbolizing a new era of leadership and innovation. Over the past year, Medebem has been at the forefront of several key initiatives aimed at enhancing the experiential marketing landscape in Nigeria.
Under her leadership, EXMAN has embarked on numerous projects designed to bridge the gap between theoretical knowledge and practical application, thereby nurturing the next generation of marketing professionals. The recent being a visit to the University of Ibadan for engage with students as part of activities marking this year’s AGM.
One of the notable achievements of Medebem’s tenure is the strategic collaboration with the Lagos Business School (LBS). This partnership has resulted in the launch of new experiential marketing courses and training programs, covering areas such as client marketing management, strategic planning, integrated technology, and innovations. These initiatives aim to deepen the understanding of experiential marketing among professionals and clients alike, thereby driving the sector’s growth.
Medebem’s administration has also prioritized promoting enhanced collaboration within the industry. She has engaged with Heads of sectoral groups and conducted numerous meetings with sectoral leaders to promote better cooperation and mutual growth. These efforts have been instrumental in creating a more cohesive and supportive environment for experiential marketing professionals in Nigeria.
Another significant focus of Medebem’s presidency has been workforce development. The Experiential Certified Brand Ambassadors Program (ECBAP), launched in 2016, continues to thrive under her guidance. This program professionalizes field activation personnel through online and distance learning opportunities, ensuring they are well-equipped to meet the demands of the industry.
Furthermore, ECBAP provides year-round insurance coverage for brand ambassadors working with EXMAN member agencies, addressing both educational and welfare aspects of workforce development. As part of the 2024 AGM, EXMAN held a fireside chat engaging industry leaders and stakeholders in comprehensive discussions on critical issues affecting the experiential marketing industry. The conversation spanned topics such as the ethics of staff poaching, economic challenges, staff welfare, and the necessity of financial literacy within agencies.
Angela Makinwa, the Vice President of EXMAN, emphasized the importance of ethical treatment of employees and the role of staff training and remuneration in preventing unethical poaching practices. She noted that poor treatment of employees often makes it easier to lure staff away from their current positions.
In the same vein, former President of EXMAN, Tunji Adeyinka, addressed economic pressures pushing employees to seek employment elsewhere, citing economic inflation and high operational costs. He advised agencies to scale down operational costs and prioritize financial literacy to navigate these challenges.
On his part, Kayode Olagesin, another past president, discussed the difficulties agencies face with client relations, particularly concerning agency fees and payment delays while Kehinde Salami, Managing Director of Ideas House and a Past President of the association emphasized the need for agencies to develop a deep understanding of finance and to be selective with projects, staying true to their values.
The fireside chat provided a platform for industry leaders to share insights on navigating the evolving landscape of experiential marketing in Nigeria.
The discussions underscored the collective commitment to enhancing the industry’s standards and ensuring sustainable growth.
The AGM, themed “Ignite Possibilities 2024,” will be held from Friday, July 12th to Sunday, July 14th at Golden Tulip Ibadan, Quarter 781, GRA, Jericho, Ibadan.
This event serves as a platform to reflect on the achievements of the past year and to chart the course for future advancements in the industry. The AGM will feature the induction of new member agencies, further expanding the association’s influence and reach.
EXMAN, with over 50 member agencies generating annual billings exceeding 30 billion naira, continues to play a pivotal role in Nigeria’s economic landscape. The association employs over 25,000 contract and part-time field activation personnel, highlighting its significant impact on job creation and economic development.
As EXMAN holds its 11th AGM, the association stands as a testament to the power of visionary leadership and the importance of gender inclusivity.
Tolulope Medebem’s presidency has not only broken barriers but has also paved the way for future leaders to continue driving the experiential marketing industry forward.
